When we did A/B tests for Carluccio’s, we pitted our pithy emails with short, sharper headlines against their original keep-on-scrolling ones. The percentage of people who opened our snappier version went up. It worked. But even then, it was too hard to persuade Carluccio’s to go for that strategy long term because, like most “fast casual” restaurants, they’re chasing sales week-by-week.